Aesthetic Forecasting: Buying Beauty For the Long Run

Eva Buechel, University of South Carolina, USA
Claudia Townsend, University of Miami, USA
Jane Park, University of South Carolina, USA
We identify a systematic error in consumer preference for aesthetics. When choosing for long-term use versus short-term use, consumers opt for simpler designs (less intense color and pattern). This preference is driven by misguided predictions of faster satiation (greater decrease in liking) for intense design elements over time.
[ to cite ]:
Eva Buechel, Claudia Townsend, and Jane Park (2015) ,"Aesthetic Forecasting: Buying Beauty For the Long Run", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 719-720.